The future of franchising depends on engaging the next generation, but recent statistics suggest a need to encourage Gen Z into the sector.

In 2018, 27% of UK franchisees were under 30. In 2024, that figure has plummeted to just 7%.

It’s a startling shift, and one that raises some big questions. Why are fewer young people entering franchising? And perhaps more importantly  –  what does that mean for the future of the sector?

Franchising has always been a smart way into business ownership. It offers structure, support, a proven model, and significantly lower risk than starting from scratch. Yet today’s younger generation are seemingly looking elsewhere – often drawn toward start-ups, side hustles, or influencer-led brands rather than franchise opportunities.

So what’s changed?

Let’s be honest: franchising suffers from a bit of an image problem with the under-30 crowd. When many people hear “franchise,” they think fast food, rigid rules, and middle-aged management — not freedom, innovation, or creative control.

But that perception is deeply out of date. Today’s franchise landscape is broader, more diverse, and more exciting than ever. From tech-driven fitness concepts and eco-cleaning services to boutique childcare, beauty, food, pet care, and experiential retail — there are franchises for every interest and passion.

The challenge isn’t the model. It’s the messaging.

When you strip it back, franchising offers everything young entrepreneurs say they want:

• More control over their future
• A proven path to business ownership
• Independence, but with some structure
• The chance to build something meaningful, not just profitable

And yet, the model has struggled to appeal to those under 30 – a generation that’s values-driven and actively looking for alternatives to the 9-to-5.

Today’s franchise opportunities range from purpose-driven fitness concepts to flexible wellbeing brands, tech-enabled tutoring, creative food outlets, sustainable services, and more.

As a consultancy, we help brands refine these models, structure their growth plans, and recruit franchisees who align with their vision – but if younger people aren’t aware franchising is even an option, we’re all missing out.

The Momentum is Building

Campaigns like Next Gen Zee, launched by Elite Franchise, and The BFA’s Young Guns initiative are helping reframe franchising for younger audiences – using real stories, peer-led insight, and modern platforms to reach 18–30-year-olds.

It’s a positive step, and one we support wholeheartedly.

As consultants, we work with brands every day to build franchise models that are both commercially strong and culturally relevant. That means advising franchisors on how to appeal to emerging talent, structure scalable operations, and future-proof their offering – including by making it attractive to younger generations.

This Is About the Long Game

If franchising is to remain one of the most resilient and rewarding business models in the UK, it needs fresh energy. Younger franchisees bring innovation, adaptability, and a natural understanding of digital-first business – all essential for keeping brands relevant and competitive.

The good news? The opportunities are already here. What’s needed now is visibility, encouragement, and industry-wide commitment to bringing the next generation in.

Let’s Talk About the Future of Franchising

At Ashtons Franchise Consulting we help brands grow through franchising – from initial setup to franchisee recruitment and strategy. If you’re thinking about franchising your business and want to ensure it’s built for the next generation, we’d love to help.

Let’s make sure franchising doesn’t just survive – but thrives in the hands of future leaders.